P&G Marketing Case Competition
Fisher takes great strides to provide students with opportunities to apply the skills learned in class. One of these opportunities is the annual P&G Marketing Case Competition. Hosted by the world's largest consumer goods manufacturer, the P&G Marketing Case Competition sees current P&G brand managers, many of whom are Fisher alumni, bring a real business problem facing P&G to teams of 4 first year MBA candidates.
The business problem this year regarded the multi-year stagnation of sales in the facial tissues category and how P&G can increase profits of their Puff's brand of facial tissues. P&G brand managers gave us a brief presentation outlining the challenge and general details, after which we had 4 hours to brainstorm ideas, identify a strategy, and create a PowerPoint Presentation.
It was quite a challenge coming up with a strategy and prepare a presentation in only four hours. Taking the recommendations of 2nd year students, my team mapped out a timeline, allocating an hour for brainstorming ideas, two hours for building and justifying our proposal, and one hour finalizing our PowerPoint deck. By outlining our timeline, we were able to focus on one aspect of the project at a time and not waste time over-sharing ideas. Our time management was excellent as we finished right at the four hour mark. Admittedly, we did lose some time during dinner, as P&G graciously, or deviously seeing as we were time-constrained, treated us with catering from Moe's Southwest Grill. We submitted our presentation and then joined the brand managers for a happy hour to unwind and get to know them in a more personal setting.
The following day, each team was given 15 minutes to present their proposal, followed by a 5 minute Q and A, to a 3-person panel made up of a senior brand manager at P&G and two Fisher professors. Though we didn't get to ask any questions, each team was also in attendance and got to see each other's creative ideas. I was truly impressed with how well-prepared and well-analyzed each group's presentation and recommendation was. Every team had an excellent idea, incorporating unique insights and marketing acumen into their proposals. It was very affirming to see how quickly and fluidly we were all able to apply the skills we are developing here at Fisher. I was very proud of all my classmates. But...
It was still a competition and one team had to win, and wouldn't you know it, my team was declared the winner. We gave a strong presentation, clearly identifying who our target consumer was, why we were choosing her, how we would reach her, and why that strategy will work. I know synergy is an overused business school buzzword, but I can't think of a better word to describe why my team was successful. We all came together with a clear team goal, a positive attitude, a willingness to assume multiple roles, and a degree of personal restraint, prioritizing the best interests of the project over our self-interests. I feel these team characteristics, along with our individual talents and creativity, are what led us to a successful and triumphant performance.
As a reward, we each got a P&G care package and an invitation to have dinner with Dr. Gil Cloyd, former CTO of P&G. It was an incredible honor to meet such a successful and high ranking individual. Over a delicious meal at the Blackwell, he shared with us his wisdom and wealth of knowledge about the consumer packaged goods industry.
This was the first of many case competitions Fisher has in store for us, and though I hope for the best for all my classmates, I am excited to defend my title!